UI DESIGN / UX DESIGN
Pet People is a pet food subscription service app that specializes in direct to customer all natural pet food. The mobile application allows users to create an account and multiple pet profiles, which enables the ability to build a favorite meals list curated to each pet profile in the app.
Sole UI/UX Designer
Figma, Adobe Photoshop, Paper and Pencil
Problem Statement and Solution
The product's primary targets are:
1. Working adults who work full-time jobs during the day and do not have the time to research pet food or go to the store during the day.
2. Working adults who are on a budget and need a pet food brand that has consistent cost and supply.
I conducted user research and created user stories and personas to better understand my users’ needs and goals.
I conducted interviews and created empathy maps to understand the users for whom I’m designing for and their needs. A primary user group identified through research was working adults on a budget who have a hard time finding pet food brands that have an affordable, consistent cost. Research also revealed that purchasing pet food is often a time-consuming task for many target users.
User Journeys and Flows
In addition to the personas, I also created a user journey map and user flow for the app’s main functions. I wanted to understand how my users would complete a function and what they would need to accomplish it.
I continued the define phase of my process by conducting market research and competitor analysis to better understand who my competitors were and what they did well or poorly.
When creating the paper wireframes, I wanted to make sure the sign-up process was quick and easy by giving users options to speed up sign-up with popular account-linking options. Another main feature I wanted was to give the users the option to skip filling out profiles. This will help users who do not want to spend too much time on sign-up advance to the dashboard quicker.
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was signing up for an account and viewing menus, so the prototype could be used in a usability study with users.
I conducted two rounds of unmoderated usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
I made a style guide to show and instruct others on the final choices for all visual aspects, including colors, icons, and typefaces.
Registration and Login
Registration screens were designed to make users sign up or sign in quickly. Users can also register using their Facebook or Google linked accounts.
This is one of the most important screens. It is the central hub users will use to navigate between all other screens within the app once they establish an account.
Food Menu Screens
The food menu screens are very important, as they give users the options to view choices of food according to the users preferences. There is a 'Picked for You' menu, which consists of recommendations generated for each pet based on past order history. There is a 'Your Favorites' menu which displays all items the user has selected as favorite for a quick view. There is also a 'Full Menu' option for users who prefer to see all items available for purchase.
Cart and Payment
The checkout process was designed to be quick and easy for users. Here the users can view their cart and edit items for purchase before proceeding. Shipping and payment was designed to be simple and straightforward.
The final high-fidelity prototype presented cleaner user flows for signing up for an account and a more complete checkout system. It also met user needs for unique menu buttons and larger button sizes throughout the app.
Quote From User Feedback:
“I really like the straightforwardness of the fields where you need to sign up, doesn't seem like there's a lot of junk you need to filter through to get to where you need to go.”
“It's super easy and clear how to work your way through it. I would definitely use it.”